The ping command sends Internet Control Message Protocol (ICMP) echo request packets to the target host and awaits echo reply packets from that host. You stated that you are allowing echo request, which are ICMP packets with type 8 code 0 in the ICMP packet, in your firewall, but ensure that you are also allowing echo reply, which are packets with type 0 code 0 within the ICMP packet, as well or you won't see the return packets. You need to ensure that you aren't blocking either the echo request or echo reply packets at the source system from which you are running the ping command, e.g., if you are using the Microsoft Windows Firewall software or third-party software that might be included with your antivirus software, or at any intervening piece of network equipment, such as a router, that you control. If you get responses when you ping your router, then you likely aren't blocking the echo replies at the source system, though it is still possible you could have a block there that only allows echo replies from the router, or echo requests to the router, but not from other systems. If your router provides firewall capabilities, you could be blocking echo replies there, though, or some echo requests. If you have another system connected to the router, can it successfully ping external systems, such as Google's DNS server at 8.8.8.8?
You could install packet analyzer, aka "sniffer" software, on the Windows 10 system where you are running the ping command and confirm that the echo requests are leaving the system and check whether the software sees replies to the echo requests. Wireshark is a free and widely used packet analyzer program that is available for many operating systems, including Microsoft Windows. You can find tutorials on its use by an online search for "Wireshark tutorial". Alternatively, you could use SmartSniff from Nir Sofer who also provides many other free network analysis tools for Microsoft Windows at Network Monitoring Tools Package, including NetworkTrafficView and PingInfoView. Filter on ICMP traffic in the packet analyzer software when you are running ping tests.